Fifty-two subjects participated in a study of attitudes toward typographic treatment in print advertising. Twenty variations of a basic ad layout, based on nine typographic variables (five for display type and four for body copy), were developed to reflect current trends in fashionable/conservative advertising typography. The subjects sorted the ads twice, once for appeal and a second time for perceived advertising effectiveness. Five approaches to advertising typographics emerged from a factor analysis of the data, and these factors, which explained 61% of the variance, were not very highly correlated. The factors were labeled "bold and angled,""anti-truckers" (content-oriented), "typographic conservatives,""styling conservatives," and "eclectics." The two hypothesized approaches to advertising typographics--fashionable and conservative--clearly emerged as distinctive factors, but the fashionable approach did not dominate the other factors at all. In fact, the only ads that appealed to all five factors were largely conservative layouts. Some of the characteristics of fashionable typography (angular plane, boldface display head) did appeal to several of the factors, however. The typographic issues were found to be somewhat clouded by the interaction between the typographic variables and the content or artwork of the ads. (RL)